Strategy and values

The cornerstones of our strategy is to be close to customers and serving them locally by providing sustainable future hygiene solutions based on the responsible use of renewable northern wood. Our operations aim to achieve industrial and material efficiency and to continuously improve the environmental performance of our mills. Our competitive advantages include a responsible value chain from forests and responsibly produced raw materials to the final product, strong brands and high quality products, as well as reliable delivery and customer service. Metsä Tissue is committed to developing a diverse, equal and inclusive culture where everyone has the opportunity to succeed in working life and to be an equal member of the work community. Equality and non-discrimination are important principles and an integral part of our ethical culture.

Metsä Tissue’s value proposition is to make everyday life cleaner, and our vision is to be the preferred partner to customers in sustainable business operations.

Our strategic programmes

  • Customer Focus

    Customer Focus

  • Lean Supply Chain

    Lean Supply Chain

  • Future Mill

    Future Mill

Our vision

The preferred partner in developing sustainable business.

Our purpose

Advancing bioeconomy and circular economy by efficiently processing northern wood into first-class products.

Business Environment

We operate in a European tissue paper market and in the global greaseproof paper market. Tissue paper products are daily necessities.

The use of tissue papers is well established and market growth is mainly driven by strengthened hygiene practices, which affect the demand for hand towels and kitchen towels in particular. The tissue business is local in nature, which reduces the transportation need of tissue paper and improves the critical availability of daily necessities.

Metsä Tissue will focus on increasing the fresh fibre-based production to ensure security of supply for its customers despite the decreasing availability of recycled fibres and to produce tissue paper as energy-efficiently as possible.


  1. 1

    Conscious consumption

    Stems from the need to act responsibly, so consumption wouldn’t exceed the world’s ecological carrying capacity. People want to make good choices.

  2. 2

    Resource efficiency

    Means using the world’s finite resources sustainably and reducing waste. We operate according to the principles of circular economy, reduce waste and emissions, and we are using a fully renewable raw material, fresh fibre, in our tissue paper products.

  3. 3


    The challenges of longer supply chains have increased the value of locality. We operate close to our raw materials and markets, which minimises the transportation needs for products. Close production supports local employment and our sustainability objectives.

  4. 4


    Is crucial for mitigating climate change and ensuring our future. At Metsä Group, sustainability is a part of everything we do and we are committed to our 2030 sustainability objectives.

  5. 5


    Is the most prominent technology trend, transforming consumer behaviour, customer experience and the industry. In tissue business digitalisation also has an impact on the availability of recycled raw material, which increases the role of fresh fibres.

We work according to our values

Success depends on us! We all at Metsä Group do significant work. Our work produces well-being not only for ourselves and our loved ones, but also for society and the environment as a whole. Our efficient mills and environmentally friendly products play an important role in counteracting the fossil economy and combating climate change.

Metsä Group employees are guided by the values ​​we share: responsible profitability, reliability, cooperation and renewal.

Our values

  • Reliability


  • Cooperation


  • Renewal


  • Responsible profitability

    Responsible profitability